Social Content System Refresh
A shift from lifestyle-led social content to a structured, motion-first system designed to prioritise fragrance storytelling, improve performance and create a recognisable visual language across platforms.
CLIENTMolton Brown
Concept & Campaign Development, Art Direction & World Building, Creative Team & On Shoot Leadership, Brand Evolution, Content & Social Systems
ROLEWHERE IT WAS FEATUREDSocial · E-Commerce · CRM
DELIVERABLESStills
Content Before
Challenge
The previous social content was premium but static.
Beautiful lifestyle imagery, but limited product interaction, texture, and motion, so it didn’t feel platform-native or “lived in”.
The brief was to evolve fragrance storytelling into a motion-first system that could engage a younger audience while staying luxury and usable across social, e-comm and CRM.
Behind the Scenes
Creative Approach
To evolve the brand’s social presence, I developed a motion-first content system designed specifically for digital behaviour rather than traditional campaign formats.
The strategy shifted the visual language from static lifestyle imagery to sensory storytelling that felt immersive, tactile and native to platform environments.
Framework
Each fragrance world was built as a modular film ecosystem:
Hero EDP film introducing the scent
Collection film showcasing the wider range
Ingredient film highlighting key notes
Micro-cuts engineered for short-form placements
This created a scalable structure that balanced consistency with flexibility across launches.
Execution Principles
Immediate visual hooks
Close-up sensory texture
Platform-native pacing
Vertical-safe composition
Loopable edits
Silent-viewing clarity
Modular crop logic
Creative Direction
Rather than staging product within environments, the films integrated product into the atmosphere of each fragrance world. Materials, particles and light behaved as extensions of the scent profile, creating a more immersive and contemporary brand experience.
Exploring Texture, Motion and Human elements
Impact
Created a scalable film ecosystem per fragrance world (hero EDP, collection, ingredients + cutdowns).
Motion-first, platform-native assets built for hooks, pacing, vertical formats and looping
Extended content lifespan through modular edits and snippets
Strengthened consistency across channels while increasing flexibility for rollout
Sample Rollout
Re-Charge Black Pepper
Rose Dunes
